44 Blue makes Ovrture to virtual reality

Founder Mike Drachkovitch says the company will use the new wave of VR technology to engage audiences with "immersive, interactive experiences."

Calling it “a new dimension in storytelling,” the production company behind the “extreme” docu-series Nightwatch (on A&E) and Lockup (on MSNBC) has launched Ovrture, a Los Angeles-based virtual reality content studio.

Mike Drachkovitch, Ovrture founder and CEO, said in a release the new company – an affiliate of TV production firm 44 Blue – is using the new wave of VR technology to engage audiences with “immersive, interactive experiences that would be impossible to convey with traditional linear television.”

Ovrture’s first projects will include standalone, “experiential content” to compliment Lockup and Nightwatch, and will be distributed across multiple VR content platforms.

While viewers watch the linear content, they will be able to take a 360-degree “look” around using VR technology to see what else is happening alongside the primary content.

For Lockup, the VR experience will follow the intake process at a maximum-security prison as a first-time offender begins his/her sentence.

For Nightwatch, VR viewers will go for a ride-along with New Orleans’ EMT officers as they respond to an emergency call in real time.

Ovrture also aims to produce experiences based in music, sports, brand marketing, scripted, animation, live entertainment, social impact, and other channels.

Drachkovitch (pictured) considers himself to be a “next generation” producer. His parents, Rasha and Stephanie Noonan Drachkovitch, co-founded 44 Blue in 1984. It was there he learned about the unscripted business. He later launched a career in social impact and marketing at The ONE Campaign in Washington, DC.

Joining Drachkovitch at Ovrture are brothers David Holecheck, head of production, and Dan Holecheck, head of post-production and technology. The duo are founders of Duality Filmworks, an award-winning interactive film and media company that produces graphics and VFX content for The League and Wahlburgers. Drachkovitch’s parents will serve as directors of the new company.